USA. Harding+ and Princess Cruises Lines hosted their inaugural ‘Brand Day’ onboard the latter’s newly launched Sun Princess ship earlier this month (2 November).
The event, which brought together 40 brand representatives and industry press, offered a preview of what the partners coined as ‘the next generation of experiential retail’.
The Brand Day showcased innovative retail concepts, experiential activations and promotions onboard the ship which are tailored to meet the needs of today’s evolving cruise guest.
Sun Princess, the latest addition to the Princess Cruises fleet, features over 5,000 sq ft of retail space spanning two decks, curated and designed by Harding+.
The retail environment offers a fluid and immersive design favouring experiential shopping over browsing. Key features include interactive showcase areas, pop-ups, lounges and seamlessly integrated retail zones designed to encourage customer engagement and extend dwell time.
Highlights include the Breitling/Tag Heuer watch lounge and a bespoke Swarovski boutique, both designed to promote repeat visits.
During the event, partners were offered an exclusive opportunity to explore these retail innovations firsthand.
Harding+ provided insights into the design and operational strategies behind the spaces, illustrating how brands can maximise their presence within the retail environment. The event concluded with a cookery showcase by Princess Cruises’ culinary team.
Harding+ CEO Chris Matthews commented: “We are thrilled to host Brand Day aboard the Sun Princess, welcoming our valued brand partners to experience firsthand the exciting possibilities that lie within our luxury retail environment.
“With a distinctive setting and an affluent audience, the Sun Princess serves as a powerful platform for brands to showcase their offerings, build loyalty and engage consumers in unforgettable ways.”
Princess Cruise Lines added: “This synergised partnership between Harding+ and Princess Cruise Lines aptly demonstrates the power cruise retail has as a collaborative effort between cruise lines and vendors.
“Harding+ brings almost a century of expertise to bear in this discussion, harmoniously matching Princess’s finesse and appetite for pushing industry boundaries.” 🛳️
